Modern India lavishes its attention on women. With the gender ratio getting skewed, women are in the numerical minority, and thus there is greater attention and resource allocation for women. Slowly but surely, the traditional partiality towards boys is getting replaced with a sense of gender equality, particularly in urban areas: mainly the metros and Tier 1 cities/towns. And women are shoulder to shoulder to men in earnings...these trends have ensured a growing market for women oriented products – for instance, the derma and hair care products, and beauty products are showing great growth.
Women’s Horlicks is targeted to women of the age group of 19 to 50 years; thus, Women’s Horlicks is targeted at these phases of a woman’s life: adolescence – young woman - menopause. Women's Horlicks offers micronutrients to help in anemia management and osteoporosis (remember low back pain is one of the first signs and symptoms of osteoporosis and is more common in women). Mother's Horlicks in the meantime addresses the needs of pregnant and lactating women through the prescriber's pen.
A discount coupon scheme (encashable with repeat purchase of Women's Horlicks) can strengthen repeat purchases and thus aid brand establishment. Or the doctor can be involved in providing the endorsed (with her signature) discount coupon.